Emory Jones is a behind the scenes legend.

JAY-Z’s been name-dropping his longtime friend since his first album, and for a bulk of his career those references were of noting Emory’s extended jail time—see Kingdom Come standout “Do You Wanna Ride?” and “Lost my homie for a decade/n***a down for like 12 years, ain’t hug his son since the second grade” on “Clique.” But Emory’s been out since the top of the decade, with JAY writing a letter offering Emory a position with Roc Nation Apparel to facilitate an early release. The guy Emory wastes no time upon his jail release to continue the hustle and grind. Emory visionary skills at in Roc Nation’s branding and fashion interests through his own attention to detail. He’s turned those achievements there into a partnership with Puma, a union now in its eighth year and showing no signs of slowing down. Emory’s latest collection with the German brand, named after his popular mantra, “Bet on Yourself,” launches Sept. 22. 2018.

Quoted from Complex interview Being with JAY, how much does he inspire you, and how much do you inspire him?

With JAY, what people don’t understand is what makes me inspired by him every day is how confident he is. He’s so confident in himself and he’s been that way since before the stardom. To have that confidence and then still be a good human being, that’s what keeps me inspired